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Record Company

The NBA teamed up with independent music distributor UnitedMasters to use the league’s 1.6bn fanbase as a source of new music discovery.
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Beer

NBA sponsor Budweiser partnered with the National Basketball Players Association on an initiative commemorating the retirement of 13-time NBA All-Star Dwyane Wade.
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Healthcare

Presenting the Total Health Forum with the NBA allowed Kaiser Permanente to integrate its brand with the US healthcare community and amplify that integration via digital/social extensions.
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Media

After decades of promoting NBA games with TV commercials and years of declining live television audiences, official broadcaster ESPN changed its strategy and switched to using real-time NBA footage social promos to generate FOMO and drive fans to click directly to live game coverage.
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Soft Drinks

Coca-Cola’s NCAA Final Four sponsorship laid the groundwork for the launch of Coca-Cola Orange Vanilla, spreading awareness of the product in host city Minneapolis and the wider US.

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Hotels & Resorts

Spanish Liga ACB basketball club Real Madrid has signed Palladium Hotel Group as its new main sponsor
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Telecommunications

Australia’s National Basketball League has agreed a one-season extension to its partnership with ALDImobile, the exclusive mobile product of the ALDI supermarket chain.
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Automobile Manufactures

The North American division of Japanese automotive manufacturer Nissan has expanded its partnership with the National Collegiate Athletic Association by becoming an official corporate partner of NCAA men’s b…
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Internet & Catalog Retail

Fiba, the global governing body of basketball, has extended a long-term strategic partnership with Chinese multi-national conglomerate Wanda through to 2031

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Basketball
Agency

When the IMG agency was acquired by WME and Silver Lake Partners in 2014, some industry experts thought its marketing services arm, IMG Consulting, would be sold off under new management
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Automobile Manufactures

Sina is believed to have earned about $5m (€4.4m) from the top sponsor for its Golden League 3x3 basketball competition this year, SportBusiness Sponsorship understands.
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In the free version of the latest interactive monthly data report, SportBusiness Sponsorship analyses the sponsorship landscape of basketball in the US and Europe.
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Insurance

The Spanish arm of Swiss insurance firm Zurich will pay a six-figure fee for its digital-only partnership with NBA Spain, SportBusiness Sponsorship has learned
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In the latest interactive monthly data report, SportBusiness Sponsorship analyses the sponsorship landscape of basketball in the US and Europe.
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Betting

Rapid decision-making was key to MGM Resorts’ successful conclusion of sportsbook deals with each of the National Hockey League, National Basketball Association and Major League Baseball last year.
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Betting

US sports team and venue owner Harris Blitzer Sports & Entertainment will earn about $3.5m (€3m) annually from its first three gambling sponsorship deals, according to industry sources.
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Research by SportBusiness Sponsorship into title sponsorship deals across Europe is displayed in the interactive report below.
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Betting

US-based mobile lottery service Lottery.com will pay between €2.25m ($2.6m) and €2.5m
Athletics
Home Furnishings

American performance bedding company Bedgear’s one-year deal as the Official Performance Sleep System Partner of the NBA’s Boston Celtics was instigated by the team’s sporting department.

Basketball

Sports Sponsorship Insider has undertaken research into 139 properties and 846 different brands across the top leagues and competitions in basketball.

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Chinese e-commerce giant Alibaba has renewed as the Presenting Sponsor of the annual Pac-12 China Game for four years from 2017 to 2020.

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Japanese e-commerce brand Rakuten has focused its sponsorship activity on best-in-class sponsorship properties that reflect its culture, values and philosophy of innovation
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Online Services

Japanese e-commerce brand Rakuten is almost certain to have paid the highest fee in the first sales round of NBA team jersey patch rights under its deal with NBA champions the Golden State Warriors, from 2017-18 to 2019-20.

Basketball

The world’s fourth-largest general-purpose card network uses sponsorship of major sports properties in the US to provide its card members with ticket offers and money-can’t-buy experiences.

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Payment Services & Affinity Cards

Payment services brand American Express has signed an extension to its marketing partnership with the National Basketball Association (NBA), continuing as the Official Card of the NBA, WNBA and the NBA G League, the official minor league organisation, from 2017-18.

American Football

Geico is the largest media buyer in the car insurance sector, spending $1bn (€937m) on advertising in 2016.

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Information Technology

Information technology company IBM is looking for opportunities to build infrastructure with its sponsorship partners as a key element when selecting deals.
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Sports Equipment

US sporting goods manufacturer Nike last month became the fifth Global Partner of the International Basketball Federation (Fiba). As part of the deal, Nike also becomes Fiba’s exclusive partner in the sports apparel and sports shoe product categories and the Title Partner of Fiba’s World Ranking.